National Park Service - America The Beautiful


Refresh The National Parks and
Federal Recreational Lands Pass Series.

Scope of Project

Design Concept

Pass Design

Collateral Materials

Retail Package Design

Procedures Report Layout


Celebrate the beauty and awe of America's natural resources. Inspire a sense of exploration and wonderment. Encourage our youth to have adventures in our natural landscape.


A graphic framework that highlights carefully curated photography of our nation's wildlife and spectacular environments. A design that supports the focal image while never fighting the image for attention.


The National Parks and Federal Recreational Lands Pass is a ticket to more than 2,000 sites of incomparable wonder, from Mt. St. Helens and the Grand Canyon to Okefenokee National Wildlife Refuge and Red Rocks National Conservation Area. It covers entrance fees at National Parks and National Wildlife Refuges, National Forests, National Grasslands, and lands managed by the Bureau of Land Management, Bureau of Reclamation and the Army Corps of Engineers. 


Over the spring and summer of 2017, Allen Wayne developed the master pass design, all pass variations, the retail package, the program brochure, and finally the SOP report (including a 508 compliant version).


The project launched after a planning meeting with Allen Wayne’s Creative Director, Robert Pace and NPS’s program manager, Brooke Linford. Options that highlighted the idea of exploration and adventure were discussed, and how these graphics could incorporate the pass' security measures. The design had to be flexible to contain photography that would change each year.

America the Beautiful tagline


The pass is more than a hunk of plastic that signifies an entry fee has been paid. It's a key to our country's most valuable natural environments. It opens the door to landscapes and wildlife not experienced in our day-to-day lives. For our children it could signify the possibility of a trip into imagination, certainly education. 


It's no surprise then that the AW designs incorporate portals that you visually pass through to experience the photos; that the primary icon directly evokes exploration. Its function is much more than a clever way to hide the security hologram.


Much of the marketing photography utilizes photos that accentuate the landscape and seemingly have natural portals into the unknown beyond the horizon. The pass itself features a photo selected from a winner of the annual photo competition. 


compass arc_2.png
Retail Board Design




Interior brochure design